What is Gen Squeeze?
We're a voice for young Canadians. In politics. In the market. Backed by cutting-edge research.

Generation Squeeze is a voice for young Canadians. Backed by cutting-edge research GenSqueeze addresses the 360-degree socioeconomic "squeeze" facing millions of younger Canadians, keeping us from reaching our potential and making it harder to do things like start and raise a family. Together, we're squeezing back!

Origin story 


We got our start in the research of Dr. Paul Kershaw, a Professor in the University of British Columbia's School of Population and Public Health. Dr. Kershaw and colleagues like Lynell Anderson began connecting the dots, eventually describing a 360-degree socioeconomic "squeeze" facing millions of younger Canadians, from high costs for things like child care and housing to stagnant incomes, less time and mounting debts.

The research also revealed that Canadian governments had been very slow to prioritize and invest in the needs of younger residents – those in their 20s, 30s, and 40s.

The story that emerged from our foundational research was one of significant generational inequality in Canada. 

With the support of early funders like the United Way, Vancouver Foundation, Vancity Credit Union and the Social Sciences and Humanities Research Council, we turned our research into an awareness campaign.

After years of raising awareness about the growing squeeze on younger Canadians, we realized awareness wasn't enough.

The thing squeezed young Canadians need more of, we believe, is influence, both in politics and the market.

Looking around for inspiration, we found it in the Canadian Association of Retired Persons, a network of 300,000+ people who act as a powerful voice for Canadians 50+. 

We think it’s time there was an equivalently powerful voice for younger Canadians. 

Not because we want to work against the interests of our parents or grandparents, but because we believe in a Canada that works for all generations.

What we do

Together, we're amplifying the voice of young Canadians
in their 20s, 30s and 40s. 


A Voice in Politics

We run people-powered campaigns advancing bold solutions to the 360-degree squeeze. And when you’re too busy to get involved in those, we suit up and advocate on your behalf!


A Voice in the Market

We negotiate discounts to help you save time and money, and to help us all live more sustainably. If you lack old-school employer benefits, our Member Perks may help!


Cutting Edge Research

The Gen Squeeze lab at the University of BC provides analysis to help you explain to friends and family why so many younger Canadians are struggling, and what we can do about it!

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Generation Squeeze is a national collaboration. Vancity Community Foundation is the entity through which our charitable activities are delivered. The Association for Generational Equity (AGE) is the home for our non-profit social enterprise. Research is coordinated by Dr. Paul Kershaw in the Gen Squeeze Research and Knowledge Translation lab at the University of British Columbia.


What is Gen Squeeze?
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